At the beginning of each year, small and mid-sized banks launch a variety of promotional campaigns to achieve a strong ‘opening win’ for their annual performance. These initiatives often include offering higher deposit rates, giving away gifts (such as rice, cooking oil, or shopping vouchers), organizing lucky draws, providing loyalty points, and even partnering with local merchants for joint promotions—all aimed at attracting deposits.While large banks maintain relatively stable interest rates and standardized services, smaller institutions rely on differentiated marketing strategies to gain market share. However, these aggressive deposit-gathering tactics have drawn regulatory scrutiny. Some banks have been found engaging in practices that effectively raise interest rates beyond permitted levels or artificially inflate deposit figures, potentially disrupting market order and increasing liquidity risks.Regulators have repeatedly warned against such behaviors, prohibiting practices like end-of-period deposit surges or converting loans into deposits. Experts suggest that instead of relying on short-term incentives, small and mid-sized banks should focus on improving service quality and innovating financial products. In the long run, sustainable growth depends on meeting genuine customer needs and maintaining sound operations. As interest rate liberalization deepens and financial consumers become more rational, the effectiveness of flashy deposit campaigns is likely to wane, urging banks to accelerate transformation and strengthen their core competitiveness.
每年年初，中小银行为实现全年业务“开门红”，纷纷推出花样繁多的揽储活动。这些活动通常包括高利率存款、赠送礼品（如米面油、购物卡）、抽奖、积分兑换甚至与本地商户联合促销等方式，旨在吸引储户资金流入。在大型银行利率相对稳定、服务同质化的背景下，中小银行通过差异化营销策略争取市场份额。然而，“开门红”揽储也引发监管关注。部分银行存在变相提高利率、虚增存款规模等违规行为，可能扰乱市场秩序、加剧流动性风险。近年来，监管部门多次强调要规范存款市场竞争行为，严禁“冲时点”“以贷转存”等不合规操作。专家指出，中小银行应从提升服务质量和产品创新能力入手，而非过度依赖短期激励手段。长期来看，依靠真实客户需求和稳健经营才能实现可持续发展。未来，随着利率市场化深入推进和金融消费者日益理性，“花式揽储”的效果或将逐渐减弱，银行需加快转型步伐，夯实核心竞争力。
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